Millennials holidaying at home drive Hoseasons’ seventh record summer on the bounce
A surge in millennials choosing to explore the UK on holiday has been pinpointed as the driver behind a seventh consecutive record summer for Lowestoft-based Hoseasons.
The domestic holiday company said the rise in holiday “snacking” – where visitors choose to take shorter, varied breaks more frequently – had also contributed to a strong showing across its offering.
Peak summer online bookings from customers aged between 25 and 34 were up by 14% compared to the same period last year, said the self-catering specialist.
Simon Altham from Hoseasons, which employs 300 people at its Lowestoft head office, said many younger holidaymakers would have been experiencing a UK break for the first time.
“We are talking about a generation here for whom holidaying at home was not the norm while they were growing up,” he said.
“Many will have enjoyed holidays abroad as children while never getting the chance to explore what was on their doorstep.
“With a resurgence in popular British culture, plenty of media attention around Brexit and a desire to ‘snack’ on multiple and varied experiences, it is easy to see why a convenient UK break would be so attractive.”
The growth in demand from younger holidaymakers over the peak period was echoed by a 15% rise in luxury lodge bookings – with Mr Altham pointing to effective marketing as well as continued sector-wide investment in accommodation and facilities across the UK.
“These figures clearly justify the considerable time and resource we have already invested and will continue to invest in digital marketing and reaching new audiences,” he said.
“The team has created some brilliantly-engaging content to inspire bookings over the last 12 months and works hard to make sure our digital customers enjoy the best possible experience across all devices, including mobile.”
Total August bookings for the area including Norfolk and Suffolk were up 5% compared to 2016, while bookings for the self-catering company’s entire UK portfolio were up 8% over the same peak summer period. During the August bank holiday, Hoseasons’ parks, boats and cottages in the eastern region were 97% full.